New Apple products reach stores

Apple says its newest hardware lineup has arrived at stores worldwide. On Friday, September 18, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max, along with Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.

The launch gives customers an opportunity to see the new products in person at Apple Store locations around the world. The company described the day as an occasion for customers to celebrate the arrival of its latest devices while receiving assistance from Apple team members.

Apple’s announcement focuses on the retail debut rather than providing additional technical details about the products. The company’s store teams are introducing customers to each device and helping them explore the new lineup through in-person demonstrations.

In-store demonstrations and assistance

Apple says team members are greeting customers and providing hands-on demos of the iPhone 18 Pro lineup, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. The demonstrations are intended to give shoppers a direct way to explore the products before completing a purchase.

Customers can also receive personalized shopping assistance at Apple Store locations. Team members are introducing shoppers to the new products and helping them consider the available ways to purchase and set up their devices.

The company highlighted Apple Fifth Avenue in New York City as one location involved in the launch-day welcome. John Ternus, Deirdre O’Brien, and Greg Joswiak joined the store team there to greet customers arriving to explore the new lineup.

Multiple ways to shop

The new products are available to explore through more than Apple’s physical retail locations. According to the company, customers can shop in person, visit the Apple website, or use the Apple Store app.

The combination of store, web, and app access gives customers several channels for viewing the latest iPhone, Apple Watch, and AirPods products. Apple’s announcement does not specify differences in availability between those channels, but it says customers have multiple ways to explore the lineup.

For shoppers who prefer an in-person experience, Apple Store teams can provide product introductions and hands-on demonstrations. Customers who choose digital shopping can use Apple’s online storefront or mobile app to explore the products.

Trade-ins, financing, and upgrades

Apple Specialists can assist customers with trading in older devices through Apple Trade In. The company says this support is available as part of the shopping experience for customers considering the new products.

Apple also points to several payment and upgrade options. These include financing with Apple Card, annual upgrades through Apple Upgrade, and carrier deals. The announcement does not provide specific financing terms, trade-in values, carrier names, or offer details.

By presenting these options alongside the retail launch, Apple is positioning its specialists as a resource for customers who need help comparing purchase methods. The company says shoppers can discuss these choices with team members while exploring the new devices.

Personal Setup for new devices

Customers buying the new products can also receive help setting them up through Apple’s Personal Setup service. Apple Specialists can assist with the initial setup of devices purchased through the company’s retail channels.

The announcement does not describe the specific steps included in each Personal Setup session. It does, however, identify setup assistance as part of the support Apple is offering as the new lineup reaches stores.

That service sits alongside the demonstrations, shopping guidance, trade-in support, financing options, annual upgrade program, and carrier deals mentioned in Apple’s launch announcement. Together, these services are intended to support customers from product exploration through purchase and setup.

A broad retail launch

The worldwide store arrival marks the next stage of Apple’s launch for the iPhone 18 Pro lineup, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. Apple Store teams are welcoming customers and presenting the products through demonstrations and guided shopping.

Apple’s announcement names the iPhone 18 Pro and iPhone 18 Pro Max as the new iPhone models introduced on September 18. It also identifies the two new Apple Watch models and AirPods 5 as part of the same retail launch.

Customers can now explore the lineup through Apple’s stores, website, and Apple Store app, with specialists available to discuss purchasing options and help set up new devices.

Sources

• Apple NewsroomThe latest iPhone, Apple Watch, and AirPods lineups arrive in stores worldwide